Products that require explanation need comprehensive advice and are difficult to sell online. What would have to be changed to make the products/services simple/self-explanatory?
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This question is less about preparing products for the online sales channel and more about questioning whether a product is simple enough. The value for the customer should be communicated in such a way that the need for explanation is resolved. Often more than just a revision of the communication is necessary - it is about making the product simple. The question helps to scrutinize which features of a product are absolutely necessary and where the need for explanation arises.
Which characteristics can we leave out and still fulfill the customer benefit? Where does the need for explanation arise and why? Could we actually sell the product online? Which elements of the value proposition can be fulfilled digitally?
